I’m a big fan of Criggo, a blog that runs bad headlines, editor’s mistakes, and other humorous ephemera from newspapers. Today I found this entry from a few days ago, appropriate since I’m at eTail West:
Is it really so simple? No need for community and content, no need for exclusivity or behavioral psychology, no need for retargeting and multi-channel customer acquisition strategies: just deals!
One path for eCommerce is certainly to create price leadership and then focus on being found via search and price comparison engines. But it seems to me the more interesting new strategies combine the insights of social psychology together with new forms of interaction technology has made possible to create a wholly different experience, where its no longer about the best deal but about differentiation, exclusivity, curation, and loyalty.
Of course good deals can’t hurt, so the value discipline of price leadership isn’t going away – just being supplemented as the eCommerce market matures.